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BRAND MANAGEMENT
Versatile Business School, Egmore, Chennai - 600 008
BRAND
A Brand is a name, term, sign, symbol or design or a
BRAN D S..
ELEMENTS OF A BRAND
Name
Logo
Colors
Tagline or
Sounds
catchphrase
Graphics
Shapes
Scents
Tastes
Movement
FEATURES OF A BRAND
A brand has physical qualities
A brand has its own personality
A brand has its own culture
A brand is a relationship
FUNCTIONS OF A BRAND
Identification
Practicality
Guarantee
Optimization
Continuity
Characterization
Ethics
Versatile Business School, Egmore, Chennai - 600 008
BRAND MARK
The brand mark is a design
Yahoo!
character
graphic),
(e.g.,
Keebler
design,
inside
sound),
symbol,
expressed
picture,
that
in
words.
TRADE MARK
It is a brand or a part of brand which is given legal
Examples:
Built Ford Tough",(federal registration # 2202980)
Just Do It,(federal registration # 1875307)
A Company or brand name
Example:
Ford,federal registration # 0643185
Example:
Amazons Kindle,federal registration # 3694267
Domain name
Example:
Amazon.com,federal registration # 2078496
Versatile Business School, Egmore, Chennai - 600 008
TYPES OF BRANDS
PERSONAL
BRAND
FAMILY
BRAND
TYPES
OF
BRAND
S
INDIVIDUA
L BRAND
PERSONAL BRAND
The personal brand attached with
individual personality
It explains the character of the
INDIVIDUAL BRAND
Individual
branding,
calledindividual
also
product
strategy
of
giving
facilitates
thepositioningof
FAMILY BRANDING
strategy
that
involves
selling
brand
branding
is
name.
Family
also
known
asumbrella branding.
It
contrasts
withindividual
Foreign word
Founders name
rhyme
Evocative
Geography
Personification
Plan and
implementing Brand
marketing
UNIT II
BRAND MANAGEMENT
VISION
A Vision is a description of the business, as
imagination.
BRAND VISION
A vision paints a picture of what you are trying to achieve with your
brand in a simple sentence.
EXAMPLE:
"To be the Number 1 brand in the UK sun care market in penetration,
sales and likeability.
To provide innovative solutions to market needs.
Versatile Business School, Egmore, Chennai - 600 008
BRAND AMBASSADOR
One
who
product
on
represent
the
behalf
the
of
entire company.
A well-connected person or a
celebrity
who
promote
is
used
to
andadvertisea
product or service
A brand ambassador can also
be called as an marketing
agent of a company.
Intention beyond is to market
the product.
Versatile Business School, Egmore, Chennai - 600 008
BRAND AMBASSADOR
Brand
ambassadoris
amarketing
termfor
acelebrityemployed
by
acompanyto
its
promote
known
branding.
The
ambassador
is
ascelebrity
brand
meant
to
CHARACTERISTICS OF A GOOD
AMBASSADOR
Open
mindednes
s
Curiosity
Kindness
CHARACTERISTICS OF A GOOD
AMBASSADOR
Humility
Pride
Realism
Honesty
BRAND PERSONALITY
A
set
of
human
characteristics
that
are
Contributes
differentiating
to
a
identity
the communication
PRODUCT-RELATED CHARACTERISTICS
Product-related characteristics can be primary
stylish
SPONSORSHIPS
Activities such as events
USER IMAGERY
Can be powerful driver of personality
AGE
How long a brand has been on the
SYMBOL
A
symbol
powerful
can
be
influence
a
on
extremely
strong
associations
Some examples
Apples bitten apple
Nikes swoosh
Versatile Business School, Egmore, Chennai - 600 008
TO SUM UP
A brand personality can help a brand in several ways:
differentiation
BRAND EXTENSION
Brand
extensionorbrand stretchingis
product
with
well-
product
targeting
new
market
segment
the
product
within
category
the
parent
brand serves.
CATEGORY EXTENSION
Marketers
apply the
different
product
Scalp Shampoo
Example:
Watches
Swiss
Army
BRAND POSITIONING
Positioninghas come to mean the process by
BRAND POSITIONING
Re-positioninginvolves
changing
the
attempting
to
APPROACHES TO POSITIONING:
BRAND IMAGE
advertising campaignswith
aconsistenttheme, and is authenticated
through the consumers direct experience.
Versatile Business School, Egmore, Chennai - 600 008
BRAND IMAGE
It can be defined as a unique bundle of
associations
within
the
minds
of
target
customers.
It signifies what the brand presently stands for.
It is a set of beliefs held about a specific brand
Brand
image
products
develops
character
in
and
a
conveys
unique
the
manner
BRAND IMAGE
The brand image includes products' appeal,
feedback
of
the
consumers
when
they
purchase a product
Positive brand image enhances the goodwill
Functional benefits
Emotional benefits
What do you do
better
Rational
benefits/support
THE RESULT
There
BRAND MANAGEMENT
UNIT III
UNIT III
BRAND IMPACT: Branding impact on
buyers-competitors , Brand loyaltyloyalty programmes-brand equity-role
of brand manager-Relationship with
manufacturing-marketing-finance
-purchase and R & D-brand audit.
BRAND LOYALITY
American Marketing
Associationdefinesbrand loyaltyas:
The situation in which a consumer
generally buys the same manufactureroriginated product or service repeatedly
over time rather than buying from
multiple suppliers within the category"
"The degree to which a consumer
consistently purchases the same brand
within a product class" (consumer
Versatile Business School, Egmore, Chennai - 600 008
behavior definition).
BRAND LOYALITY
It consists of a consumer's commitment to
Core offering
Satisfaction
The marketplace
Demographics
Share of wallet
Customers' perceived value
Versatile Business School, Egmore, Chennai - 600 008
market trends
Looking at the pricing of products and analyzing the
potential profitability
Exploring
new
ways
to
communicate
with
customers
Generating names for new and existing products
adverts
Liaising with art designers, copywriters, media buyers and
printers
Ensuring the designs and messages in marketing literature
market research
Versatile Business School, Egmore, Chennai - 600 008
concepts
Have strong marketing skills and knowledge
Be creative, entrepreneurial thinkers
Have excellent communication and listening
skills
Enjoy working in a deadline-driven, creative
environment.
Versatile Business School, Egmore, Chennai - 600 008
BRAND EQUITY
Brand Equity is the value of a brand built up over a
BRAND EQUITY
Brand equityrefers to themarketingeffects and
BRAND AWARENESS
Brand
Recognition:
Consumers
to customers
What
the
core
brand
represents,
benefits
brand
makes
those
product/service
hienz,wrigleys
BRAND AUDIT
It is a consumer focused exercise that involves
uncover
sources
of
brand
equity,
brand
associations
needs
strengthened
What brand opportunity exist
Versatile Business School, Egmore, Chennai - 600 008
to
be
BRANDAUDIT
BRAND AUDIT
It includes
Brand vision
Mission
Promise
Values
Position
Personality
Performance
Versatile Business School, Egmore, Chennai - 600 008
PODs
Versatile Business School, Egmore, Chennai - 600 008
Brand associations
Brand positioning analysis
Consumer perceptions analysis
Summary of competitor analysis
SWOT analysis
Brand equity evaluation
Strategic brand management recommendations
Versatile Business School, Egmore, Chennai - 600 008
BRAND INVENTORY
BRAND EXPLORATORY
Brand elements
Supporting marketing
programs
Profile of competitive
brands
POPs and PODs
Awareness
Favorability
Uniqueness of
associations
Customer based
Brand mantra
equity model
Versatile Business School, Egmore, Chennai - 600 008
the
bases
BRAND EXPLORATORY
for
consistency
message
brand
brands
among
extensions,
in
order
redundancies,
activities,
and
to
overlaps
consumer confusion
in
sub
avoid
and
Uncovers knowledge
UNIT IV
BRAND MANAGEMENT
UNIT IV
BRAND REJUVENATION: Brand rejuvenation
and re-launch, brand development through
acquisition, take over and merger-Monitoring
brand performance over the product life
cycle. Co-branding
BRAND REJUVINATION
Brand
rejuvenation
involves
adding
super,
special
premium,
deluxe, extraVersatile
strong
and
fresh,
Business
School,
Egmore, Chennai - 600 008
Burnol
became
New
and
appeared in a new
pack.
Horlicks
the
New
through
eight
New
Nescafe
was
instead
of
OBJECTIVES
Rejuvenation aims at revival of brand. The
RE-LAUNCH
Re-launching
brand
means
thinking
Lifebuoy.
From being an economic and normal bathing
communication
and
the
entire
repositioning
exercisechanges
the
including thepackaging.
This approach is usually followed when consumers have accepted the
product, found it affordable and available but do not want to use it because
they feel it does not match their needs or aspirations, keeping the
psychographics in mind.
Versatile Business School, Egmore, Chennai - 600 008
channel may be ineffective due to the choice of inappropriateoutletsor even ineffective trade margins
andmarketingstrategy.
This
can
be
linked
with
the
sales
effort,
sales
BRAND RE LAUNCH:METHOD 3
Revamp
every
element
marketing
thebrandname,
ofthe
mixincluding
the
product
FIRM LEVEL
PRODUCT
LEVEL
CONSUMER
LEVEL
Versatile Business School, Egmore, Chennai - 600 008
much
the
brand
is
anintangible asset
worth
as
classic
product
level
brand
Holistic approach
Residual approach
Value added approach
COMPARATIVE METHOD
One
set
respond
of
to
consumers
the
marketing
Consumers respond to
changes in elements
and
of the marketing
another
consumers
program
of
react
a
set
of
to
the
competitive
program or marketing
activity for the target
brand or competitive
brand.
HOLISTIC APPROACH
the brand
HOLISTIC APPROACH
Examine the value of
the
brand
RESIDUAL APPROACH
by
subtracting
consumers
preferences based on
accounting purposes
physical
product
overall
preferences
brand
BRAND DEVELOPMENT
It can be achieved with the help of
following methods
Mergers
Acquisitions
Take over
CO-BRANDING
Co-branding, also called brand partnership, is
OBJECTIVES OF CO-BRANDING
The object for this is to combine the
success rates
LEVELS OF CO BRANDING
Glo
bal
Bra
ndi
ng
Brand extension
Market share
Versatile Business School, Egmore, Chennai - 600 008
LEVELS OF CO BRANDING
Level 1
FORMS OF CO BRANDING
Ingredient co-branding
Same-company co-branding
Joint venture co-branding
Multiple sponsor co-branding
INGREDIENT CO-BRANDING
This involves creating brand equity for materials, components
syrup
Pillsbury Brownies with Nestle Chocolate
DellComputers withIntelProcessors
KelloggPop-tarts with Smuckers fruit
Samsunghardware withGooglesoftware (e.g.Galaxy Nexus)
Versatile Business School, Egmore, Chennai - 600 008
SAME-COMPANY CO-BRANDING
This is when a company with more than one
Powershaving
equipment
(which
require
APPLICATIONS
Co-branding may help usage extension
Co-branding appears in sales promotions too
Loyalty programmes, increasingly, include co-
branding
sharing
arrangements.
the
cost
of
Corporations
loyalty
are
programmes
operation
Versatile Business School, Egmore, Chennai - 600 008
UNIT V
BRAND MANAGEMENT
SYLLABUS
BRAND STRATEGY
Branding
strategy
or
brand
BRAND STRATEGY
A plan for the systematic development of a
vision
and
driven
by
the
principles
of
true
brand
is
the
sum
total
of
the
representation
of
all
the
Columns
linked to a brand
Number of product lines
Variants in each product lines
BRAND HIERARCHY
Displaying the nature and number of
each level
Combinations
of
brand
elements
from
brand equity
Versatile Business School, Egmore, Chennai - 600 008
IMPLEMENTATION
Building awareness of the company
company
trustworthiness
and credibility
Creating
corporate
image
PRODUCT BRANDING
This type of brand give each individual product an
allows
the
brand
to
have
unique
values,
PRODUCT BRANDING
It has the advantage of making it easier for the
consumers
cannot
differentiate
clearly
among
attack.
Individual product brands can move across to line
together under one brand name and promoted with one basic identity.
Compared to product-line branding, product-range branded products
carry out the basically the same functions but at different performance
levels like various cars in the Mercedes S, E, C and A class and Intels
Pentium and Celeron ranges of microprocessors.
Therefore the advantage here is that a single brand name allows some
exercises
First is to promote its name as the main brand name
the
product
brand
is
self
supporting
in